{"id":25837,"date":"2018-11-13T13:59:23","date_gmt":"2018-11-13T13:59:23","guid":{"rendered":"http:\/\/consumerinsight.eu\/marketingisdead\/?p=25837"},"modified":"2018-11-13T13:59:23","modified_gmt":"2018-11-13T13:59:23","slug":"le-marketing-et-ses-outsiders-le-point-de-vue-de-damien-douani","status":"publish","type":"post","link":"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-damien-douani\/","title":{"rendered":"Le marketing et ses outsiders : le point de vue de Damien Douani"},"content":{"rendered":"<p>Avec mes amis du <em>Conseil Scientifique<\/em> de l\u2019<strong>Adetem<\/strong>, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, <em>Xavier Charpentier<\/em>, <em>Laurent Ponthou<\/em>, <em>Frank Rosenthal<\/em> et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les <em>\u00ab\u00a0nouveaux entrants\u00a0\u00bb<\/em> \u2026 que selon l\u2019avanc\u00e9e de nos travaux \u2013 et notre humeur \u2013 qualifions de \u00ab\u00a0startups\u00a0\u00bb ou \u00ab\u00a0d\u2019outsiders\u00a0\u00bb\u00a0!<\/p>\n<p>Nous avons interrog\u00e9 quelques experts dont je publierai les r\u00e9ponses au fil des prochains jours\u00a0: aujourd\u2019hui, <strong>Damien Douani<\/strong>, Explorateur Digital.<\/p>\n<p><strong>Fran\u00e7ois\u00a0:<\/strong> <em>Pourquoi les startups\/nouveaux acteurs ne respectent-ils pas les r\u00e8gles traditionnelles du marketing ?<\/em><\/p>\n<p><strong>Damien Douani\u00a0:<\/strong> Parce qu&rsquo;ils ont tout \u00e0 y gagner. Un outsider sur un march\u00e9 a toujours besoin de se d\u00e9marquer avec ing\u00e9niosit\u00e9, car il a moins de moyens et qu&rsquo;il doit d&rsquo;autant plus se faire une place au soleil. Transgresser les r\u00e8gles peut-\u00eatre un moyen d&rsquo;atteindre cela. Transgressions qui ont d&rsquo;autant plus de marge de man\u0153uvre et de r\u00e9sonance que les acteurs install\u00e9s du march\u00e9 n&rsquo;osent plus se <em>\u00ab\u00a0d\u00e9vergonder\u00a0\u00bb<\/em> et s&#8217;embourgeoisent. L&rsquo;exemple typique est celui de Free, qui s&rsquo;est assagi. On pourrait citer Uber, Blablacar &#8230;<\/p>\n<p><strong><a href=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg\"><img data-attachment-id=\"25839\" data-permalink=\"https:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-damien-douani\/damien-douani\/\" data-orig-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?fit=530%2C480&amp;ssl=1\" data-orig-size=\"530,480\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;2.8&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;ILCE-7&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1488626216&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;35&quot;,&quot;iso&quot;:&quot;6400&quot;,&quot;shutter_speed&quot;:&quot;0.016666666666667&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Damien Douani\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?fit=300%2C272&amp;ssl=1\" data-large-file=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?fit=530%2C480&amp;ssl=1\" loading=\"lazy\" class=\"size-medium wp-image-25839 alignleft\" src=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?resize=300%2C272\" alt=\"\" width=\"300\" height=\"272\" srcset=\"https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?resize=300%2C272&amp;ssl=1 300w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?resize=480%2C434&amp;ssl=1 480w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?resize=125%2C112&amp;ssl=1 125w, https:\/\/i0.wp.com\/consumerinsight.eu\/marketingisdead\/wp-content\/uploads\/sites\/2\/2018\/11\/Damien-Douani.jpg?w=530&amp;ssl=1 530w\" sizes=\"(max-width: 300px) 100vw, 300px\" data-recalc-dims=\"1\" \/><\/a>Fran\u00e7ois\u00a0:<\/strong> <em>Les startups\/nouveaux acteurs sont-ils des ennemis ou des cibles pour les entreprises traditionnelles ?<\/em><\/p>\n<p><strong>Damien Douani\u00a0:<\/strong> Pourquoi une telle vision manich\u00e9enne ? C&rsquo;est une version tr\u00e8s <em>\u00ab\u00a0ancienne \u00e9conomie vs nouvelle \u00e9conomie\u00a0\u00bb.<\/em> Et j&rsquo;en veux pour preuve le rachat de OuiBus par Blablacar \u00e0 la SNCF, qui monte ainsi dans le capital de la start-up sans la racheter. Le monde \u00e0 l&rsquo;envers ! Ou encore Kisskissbankbank rachet\u00e9 par La Banque Postale pour \u00e9toffer ses services tout en gardant son ind\u00e9pendance. Ou encore Github et Microsoft &#8230;\u00a0 Tout n&rsquo;est pas <em>\u00ab\u00a0uberisation\u00a0\u00bb.<\/em> Des partenariats strat\u00e9giques peuvent \u00e9merger de rachats entre grands et petits.<\/p>\n<p><strong>Fran\u00e7ois\u00a0: <\/strong><em>Finalement, de tout ce bouleversement du paysage \u00e9conomique :<\/em><\/p>\n<ul>\n<li><em>Le consommateur y trouve-t-il son compte ?<\/em><\/li>\n<\/ul>\n<p><strong>Damien Douani\u00a0:<\/strong> Globalement le consommateur s&rsquo;y retrouve par la profusion d&rsquo;offres : par exemple il n&rsquo;y a jamais eu autant de moyens de se d\u00e9placer que maintenant dans plusieurs grandes villes (v\u00e9los, voitures free floating, location courte dur\u00e9e, trottinettes&#8230;).<\/p>\n<p>Et pourtant, Uber est devenu une sorte de nouvelle G7, avec une modulation des prix en fonction de l&rsquo;offre et de la demande qui n&rsquo;existait pas avec les taxis (et donc de fait on peut-\u00eatre amen\u00e9 \u00e0 payer plus cher &#8230;). L&rsquo;effet d&rsquo;aubaine est de courte dur\u00e9e, afin de p\u00e9n\u00e9trer le march\u00e9. Puis il y a une certaine normalit\u00e9 qui se r\u00e9installe.<\/p>\n<ul>\n<li><em>Le citoyen y trouve-t-il son compte ?<\/em><\/li>\n<\/ul>\n<p><strong>Damien Douani\u00a0:<\/strong> Il y a des paradoxes, des ambivalences selon que l&rsquo;on soit consommateur ou citoyen : il n&rsquo;a jamais \u00e9t\u00e9 aussi simple de se d\u00e9placer dans une ville comme Paris, et \u00e0 la fois la ville est totalement engorg\u00e9e par tous les moyens de locomotion propos\u00e9s, r\u00e9v\u00e9lant des infrastructures non adapt\u00e9es. Le march\u00e9 de la livraison \u00e0 domicile est un confort, offre des petits boulots accessibles, et fait \u00e9merger une nouvelle cat\u00e9gorie de <em>\u00ab\u00a0gal\u00e9riens\u00a0\u00bb<\/em> autoentrepreneurs corv\u00e9ables \u00e0 merci sans aucune protection. Certains choix peuvent se r\u00e9v\u00e9ler schizophr\u00e9niques !<\/p>\n<p><em>Cr\u00e9dits photo : Etre avec joie \u00a9 Laetitia Attali<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! Dans ce cadre, Xavier Charpentier, Laurent Ponthou, Frank Rosenthal et moi-m\u00eame avons initi\u00e9 une r\u00e9flexion sur les \u00ab\u00a0nouveaux entrants\u00a0\u00bb \u2026 que selon l\u2019avanc\u00e9e de nos&#8230;<\/p>\n","protected":false},"author":2,"featured_media":25839,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"spay_email":"","jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true},"categories":[149],"tags":[168,161],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Le marketing et ses outsiders : le point de vue de Damien Douani - Marketing is Dead<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/consumerinsight.eu\/marketingisdead\/le-marketing-et-ses-outsiders-le-point-de-vue-de-damien-douani\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le marketing et ses outsiders : le point de vue de Damien Douani - Marketing is Dead\" \/>\n<meta property=\"og:description\" content=\"Avec mes amis du Conseil Scientifique de l\u2019Adetem, nous nous penchons sur le futur de notre profession \u2013 vaste sujet\u00a0! 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